文｜劲旅网 不知道大家是否注意到一个有趣的现象，近两年以来，国内非遗迎来一轮消费热潮。 来自马蜂窝的大数据显示，2025年上半年"非遗"相关内容发布量已达到2024年全年的145.7%，其中地道风味、地方民俗、非遗传承、特色美食、民间手工艺 成为大众旅行前搜索的高频关键词。 仅在今年就陆续有泉州簪花围、徽州鱼灯、南海赛龙舟、潮汕英歌舞等非遗项目冲上热搜，成为大众热议爆款。 更重要的是，这些非遗项目不但成为流量的香饽饽，也正在悄悄成为一门超级暴利生意。 唐山宴一年就将本地非遗小吃卖出1.6亿、自贡灯会122天光门票就狂收2亿、延边朝鲜族民俗园的民俗旅拍+非遗体验全年创收同样破亿…… 前景大好，钱景可期。 曾经被冷落到活不下去的非遗，怎么这两年突然就爆了呢？ 01 每一个爆款文旅现象背后，皆由文旅需求强力催动。 非遗突然爆火的根源，本质上在于文旅供给侧的错配与不足。 其实这些年，国内文旅消费一直处于供需不匹配的局面，旺盛且多变的文旅需求始终无法得到充沛且精准的供给响应。 于是我们就看到，国内文旅市场隔几年就会冒出一批新供给。 2020年的小众秘境、2021年的露营、2022年的飞盘、2023年的县城旅游、2024 ...

Core Insights - The integration of intangible cultural heritage (ICH) and tourism is becoming a new trend, enhancing cultural experiences and stimulating market vitality during the National Day and Mid-Autumn Festival holidays [1][9]. Group 1: Cultural Events and Experiences - Various cultural tourism activities featuring ICH were prominent during the holidays, with events like the 2025 Grand Canal ICH Exhibition in Hebei attracting significant visitor interest [2]. - Visitors engaged in hands-on experiences, such as wax dyeing and traditional crafts, highlighting the desire for cultural immersion rather than mere sightseeing [3][4]. - The popularity of ICH experiences is evident, with over 50,000 visitors recorded in the Zhaoxing Dong Village during the holidays [3]. Group 2: Diverse Presentation and Engagement - Events like the non-heritage song meeting in Nanning showcased interactive and artistic performances, enhancing visitor engagement [4]. - The integration of ICH into various settings, such as markets and exhibitions, has increased its visibility and accessibility to the public [6]. Group 3: Innovative Cultural Products - The fusion of ICH with modern design has led to the creation of diverse cultural products, appealing to younger consumers [8]. - Traditional techniques are being adapted into contemporary items, such as bags and home decor, making ICH relevant in modern life [8]. Group 4: Future of ICH and Tourism - The potential for ICH to drive high-quality development in the tourism sector is significant, emphasizing the need for innovative integration with modern technology and creative approaches [9].

Core Insights - The integration of intangible cultural heritage (ICH) into the cultural tourism industry is creating new opportunities and experiences for visitors, with various ICH tourism projects emerging across regions [1][2] - The demand for ICH tourism is driven by increasing cultural confidence and a desire for unique cultural experiences beyond traditional sightseeing and dining [1][2] Group 1: Industry Trends - ICH tourism is becoming popular as tourists seek immersive experiences, such as traditional crafts and local cuisine, which enhances their cultural engagement [2][3] - Successful ICH tourism projects require systematic thinking and long-term planning, with local governments implementing strategies to make ICH accessible and engaging for tourists [2][3] Group 2: Innovation and Technology - The use of new technologies, such as artificial intelligence, is being explored to inject innovation into local ICH, enhancing its appeal and relevance [2] - Online platforms are being utilized to promote ICH, with creators achieving significant engagement and visibility through social media [2] Group 3: Challenges and Considerations - There are concerns about the commercialization and misrepresentation of ICH, highlighting the need for genuine and immersive experiences that respect cultural heritage [3] - The focus should be on protecting ICH while fostering its integration with tourism and technology, ensuring that it remains relevant and beneficial for future generations [3]

Core Viewpoint - The article highlights the growing popularity of intangible cultural heritage (ICH) in China, particularly in tourism, with local initiatives in places like Shaanxi Province successfully integrating traditional culture into modern tourism experiences [1][6][12]. Group 1: Cultural Heritage and Tourism Integration - The trend of "traveling with ICH" has emerged as a new wave in the cultural tourism market, with various cities leveraging their traditional cultural characteristics to attract visitors [1]. - In Shaanxi's Ziyang County, local residents creatively participate in performances that must include Ziyang folk songs, showcasing the community's engagement with their cultural heritage [3][6]. - The integration of ICH into tourism has led to increased visitor numbers and spending, with Ziyang receiving 433,000 domestic tourists during the Qingming and May Day holidays, generating a total expenditure of 210 million yuan, a 97% increase year-on-year [11]. Group 2: Local Initiatives and Economic Impact - The local government emphasizes the importance of balancing development and heritage protection, aiming to transform county-level tourism into a pillar industry [6][11]. - The introduction of immersive experiences, such as tea picking and folk song performances, has attracted a diverse range of tourists, enhancing their engagement with local culture [8][9]. - The rise in popularity of ICH has led to a resurgence of interest among younger generations, with more young people participating in traditional singing competitions and learning folk songs [12][15]. Group 3: Future of Intangible Cultural Heritage - The article discusses the need for continuous innovation in ICH to keep it relevant and appealing, with local communities becoming cultural ambassadors and storytellers [15][17]. - The successful integration of ICH into tourism not only preserves traditional practices but also boosts local economies, as seen in various regions across China [15][17]. - The cultivation of new ICH representatives among the youth is crucial for the sustainable transmission and protection of cultural heritage, contributing to a stronger cultural identity [17].

Core Viewpoint - The upcoming "May Day" holiday is expected to trigger a tourism boom, with "Intangible Cultural Heritage + Cultural Tourism" gaining attention due to its blend of traditional culture and market potential [1] Group 1: Achievements in "Intangible Cultural Heritage + Cultural Tourism" - Significant progress has been made in integrating intangible cultural heritage with tourism, with over 100,000 representative projects recognized at various administrative levels [1] - More than 6,700 intangible cultural heritage workshops have been established across the country [1] - Examples include the establishment of experiential bases in Weifang, Shandong, and the innovative integration of intangible heritage with festivals in Pu'er, Yunnan, attracting numerous tourists [1] Group 2: Challenges in Development - Issues such as uneven regional development, severe product homogeneity, and the aging of inheritors pose risks to the sustainability of intangible cultural heritage [2] - There is a need for policy, industry, and enterprise-level interventions to achieve deeper integration of intangible heritage and cultural tourism [2] Group 3: Policy Recommendations - Strengthening regional cultural tourism integration mechanisms and establishing a cross-provincial resource-sharing platform are essential [2] - A special development fund for intangible cultural heritage tourism should be established to encourage investment from enterprises and social organizations [2] - Talent development initiatives, such as the "New Generation of Intangible Heritage" training program, should be implemented [2] Group 4: Industry Development Strategies - Promoting digitalization in the industry, including the establishment of a digital asset trading center and AI creative platforms, is crucial [2] - Creating industry clusters that integrate workshops, digital labs, and e-commerce bases can enhance supply chain upgrades [2] - Differentiating the industry by exploring unique regional cultural tourism models will help in developing distinctive "Intangible Cultural Heritage + Cultural Tourism" forms [2] Group 5: Corporate Strategies - Encouraging product diversification and innovation through collaborations with modern art can enhance the appeal of intangible heritage products [3] - Strengthening brand operations to increase the visibility and reputation of intangible heritage projects is vital [3] - Aligning intangible heritage with contemporary lifestyle and aesthetic standards will facilitate the development of new products and experiences [3]